제품 디자인의 미니멀리즘 표현 수준이 해석수준 및 조절초점에 따라 제품 태도에 미치는 영향

The Effect of Minimalist Design Expression on the Product Attitude According to Construal Level and Regulatory Focus: Focusing on the Chinese Consumers of Shandong Province

Purpose This study examined the impact of design minimalist level expression on the Chinese consumers’ product attitudes according to construal level and regulatory focus. Design/Methodology/Approach Experiment 1 used 2(minimalist level expression of product design: minimalism/non-minimalism) ☓ 2(construal level: abstract level/concrete level) groups design. Experiment 2 used 2(minimalist level expression of product design: minimalism/non-minimalism) ☓ 2(regulatory focus: promotion focus/prevention focus) groups design. In experiment 3, 2(design minimalist level expression: minimalism/non-minimalism) ☓ 2(construal level: abstract level/concrete level) ☓ 2(regulatory focus: promotion focus/prevention focus) groups design was utilized. Findings The results are summarized as follows: First, minimalist design had positive effects on the product attitudes especially for those with abstract construal level. Second, minimalist design enhanced product attitude especially for those with promotion focus. Third, the levels of construal levels and regulatory focus had interaction effects on the product attitude. Research Implications The fit between construal level and regulatory focus positively influenced the consumer attitude toward the product with minimalism design. The results confirmed that minimalism can be used as a marketing tool for product design and communication strategies.